According to Windows Report | Error-free Tech Life, Microsoft Edge is intensifying its campaign to convert Chrome users by repeatedly placing import prompts across its settings interface. The browser already featured a Chrome import option under Profiles for moving bookmarks, passwords, and other data. Now, the same exact import prompt has appeared within the Passwords and autofill settings menu. While the import page lists other browsers like Internet Explorer and Firefox, Chrome is consistently placed at the top. This strategic placement increases the frequency users encounter the switch prompt during normal browsing maintenance, rather than just at onboarding. The move coincides with Edge testing the removal of other settings, like the third-party cookie toggle.
The never-ending onboarding
Here’s the thing: this isn’t about adding new functionality. The import process itself hasn’t changed. You can still bring over data from an HTML file, a CSV, or other password managers. But by planting this “Import from Chrome” card in multiple high-traffic settings areas—Profiles and Passwords—Microsoft is essentially running a perpetual, low-key recruitment drive. It’s smart, in a slightly annoying way. Think about it: when are you most likely to consider switching a password manager or cleaning up bookmarks? When you’re already deep in those specific settings. Edge is seizing that moment of user attention to suggest, yet again, that making the full jump is easy.
Why the hard sell?
So why is Microsoft being so persistent? It’s simple. Browser market share is everything. It dictates web standards, influences developer priorities, and drives the ecosystem for a company’s other services. Chrome dominates, and Edge, despite being rebuilt on Chromium itself, is still fighting for relevance. Every user they can convert from Chrome is a win. This multi-menu prompt strategy basically treats browser loyalty as a “always be closing” sales funnel. Instead of one ask during setup, it’s a recurring nudge. Makes you wonder, is this a user-friendly convenience or a touch desperate? Probably a bit of both.
The bigger picture on settings
And this isn’t happening in a vacuum. The article notes Edge is also testing the removal of the third-party cookie toggle and has already dropped the setting for allowing extensions from other stores. There’s a clear trend here: simplifying or hiding advanced settings while aggressively promoting features that grow Edge’s user base. For the average user, a less cluttered settings page might seem cleaner. But for power users, it feels like control is being subtly pared back in favor of Microsoft’s strategic goals. The import prompts are the “carrot,” while the removal of certain toggles might be seen as a slight “stick” – streamlining the experience, whether you like it or not.
